Red Note (Xiaohongshu) and TikTok (Douyin) have been all over the news in the beginning of 2025. Both apps are super popular in China.
I’ve been helping brands within my agency on both Douyin / TikTok and Red Note / XiaoHongShu.
In this post I’ll brief you on what you need to know about them both.
They might seem similar in the surface, but there are some very key differences.
Contents
Key Takeaways
- Douyin has 600 million daily users, mostly ages 16-30. It focuses on short, viral videos for entertainment.
- Xiaohongshu targets urban women 20-40. It mixes photos and text for lifestyle tips and product reviews.
- Douyin uses livestreaming for quick sales. TINECO sold 52,000 units in one session.
- On Xiaohongshu, 90% of users say search results affect their buying choices.
- Douyin ad costs are low at 0.3 yuan per click. Xiaohongshu sees 70% of monthly users actively searching.
Core Purpose of Each Platform
Douyin and Xiaohongshu serve different needs in China’s social media world. Douyin aims to entertain with quick, catchy videos that often go viral. Xiaohongshu builds a community where people share lifestyle tips and product reviews.
Douyin: Entertainment and Short-Video Content
I see Douyin as a powerhouse in short-form video content. It’s the go-to app for quick, fun clips that grab attention fast. Users love its snappy 60-second videos, perfect for our fast-paced world.
With over 600 million daily active users, Douyin’s reach is massive.
The platform caters mainly to the 16-30 age group. It’s a hub for trends, challenges, and viral content. Brands can tap into this energy to connect with Gen Z consumers. The app’s algorithm serves up personalized content, keeping users hooked and scrolling for more.
Douyin is where entertainment meets innovation in the digital age.
Xiaohongshu: Community and Lifestyle Sharing
Xiaohongshu, or “Little Red Book,” stands out as a hub for lifestyle sharing. Founded in 2013, it’s grown into a go-to platform for young Chinese consumers. The app focuses on fashion, beauty, travel, and wellness topics.
Users share authentic reviews and tips through photos, videos, and text posts.
Women make up 70% of Xiaohongshu’s user base, mostly aged 20-40 in big cities. This niche audience creates a tight-knit community feel. Users trust each other’s opinions on products and experiences.
The platform’s mix of social media and e-commerce makes it unique in China’s digital landscape. Now, let’s look at how content formats differ between Douyin and Xiaohongshu.
Content Format and Focus
Douyin and Xiaohongshu differ in how they present content. Douyin focuses on short videos that catch trends fast. Xiaohongshu mixes photos and text to share real-life tips and reviews.
Douyin: Video-Driven and Trend-Based
Douyin thrives on short videos and viral trends. I’ve seen users create fun, catchy content that spreads fast. The platform pushes new ideas daily, keeping things fresh. This focus on trends means content gets old quickly.
Videos on Douyin need constant creativity. Users must stay ahead of the curve to grab attention. This can be costly, as making top-notch videos often requires money. But the payoff can be huge for those who nail it.
Douyin is where trends are born and die in the blink of an eye.
Xiaohongshu: Mixed Media with Emphasis on Authenticity
Unlike Douyin’s video focus, Xiaohongshu mixes photos, text, and videos. I see users share real-life tips on beauty, travel, and shopping. The app values honest reviews over viral trends.
Content stays relevant for weeks or months, not just hours.
Xiaohongshu’s strength lies in its authentic community feel. Users trust the platform for genuine product feedback and lifestyle advice. This makes it a gold mine for marketers seeking to build brand credibility.
The app’s personalized recommendations help users find content that matches their interests.
Target Audience
Douyin and Xiaohongshu aim at different crowds. Douyin draws in a wide range of users, with a focus on young folks. Xiaohongshu speaks to city women and those who love lifestyle content.
Douyin: Broader Audience, Focused on Gen Z
I’ve seen Douyin’s reach expand. It grabs a wide crowd, but Gen Z is its sweet spot. The app hooks young users with fast, fun videos. Its user base splits almost evenly: 52% male, 48% female.
This balance helps Douyin appeal to many.
Douyin’s power shines in youth marketing. Take influencer Zheng Xiangxiang. He sold over 1 million yuan in just one week on the platform. This shows how Douyin turns views into sales, especially with younger shoppers.
Its mix of entertainment and commerce works magic for brands targeting Gen Z.
Xiaohongshu: Niche Audience, Urban women, Lifestyle Enthusiasts
Xiaohongshu targets a specific group: urban women aged 20-40 with high buying power. This app caters to lifestyle fans in big cities. Users share tips on fashion, beauty, and travel.
The platform builds trust through real reviews and community talks.
I’ve seen 70% of Xiaohongshu users come from major urban areas. They’re often looking for niche products and honest advice. This makes the app great for brands wanting to reach style-conscious city women.
The focus on trust and authenticity helps create loyal customers.
E-commerce Integration
E-commerce is big on both apps. Douyin uses live streams for quick buys. Xiaohongshu focuses on reviews and social shopping.
Douyin: Livestreaming and Quick Purchases
Douyin’s livestreaming feature is a game-changer for quick purchases. I’ve seen brands use it to demo products and drive sales fast. TINECO, for example, sold 52,000 units in one session during the 618 shopping festival.
That’s 100 million yuan in sales! The platform’s setup makes it easy for users to buy items they see in real-time. This instant gratification keeps viewers engaged and boosts conversion rates.
Brands can also interact with their audience, answer questions, and build trust on the spot.
Xiaohongshu: Product Reviews and Social Shopping
Unlike Douyin’s quick-buy model, Xiaohongshu focuses on in-depth product reviews and social shopping. I’ve seen how this platform blends community feedback with e-commerce. Users share honest opinions about items, creating trust among shoppers.
The app’s search function plays a big role in purchase decisions. A whopping 90% of users say search results sway their buying choices. This shows the power of user-generated content on Xiaohongshu.
Brands can tap into this engaged audience. For example, EWEST, a silver jewelry brand, boosted its revenue by 70% using Xiaohongshu’s live-streaming feature. This proves the platform’s effectiveness for social commerce.
User Engagement and Experience
Douyin and Xiaohongshu differ in how users interact. Douyin sparks quick trends and fast likes. Xiaohongshu builds trust and fosters chats among users.
Douyin: Viral Trends and Rapid Engagement
I see Douyin as a viral trend machine. Its algorithm learns what users like fast. It shows them more of that content. This creates quick, widespread trends. Users don’t need followers to go viral.
The platform boosts new content to test its appeal. This leads to rapid user engagement.
Douyin’s ad costs are low. Clicks cost about 0.3 yuan each. For every 1,000 views, brands pay 8-10 yuan. These rates make it easy for marketers to test ideas. The quick feedback helps refine strategies fast.
Brands can ride trends and reach many users cheaply.
Xiaohongshu: Trust-Building and Community Interaction
Xiaohongshu thrives on trust and community. Users share real experiences, fostering genuine connections. The platform’s search function sees heavy use, with 70% of monthly users actively searching.
This creates a space where people seek and share authentic advice.
Xiaohongshu’s analytics offer deep consumer insights. A whopping 65% of traffic comes from searches. This data helps brands understand user needs and behaviors. The platform’s focus on community relationships drives engagement and loyalty among its users.
We are a Douyin and Red Note Agency
Douyin and Xiaohongshu serve different needs in China’s social media world. Douyin shines with short videos and quick trends. Xiaohongshu builds trust through lifestyle content and product reviews.
Both platforms offer unique ways to reach and engage users. Brands must pick the right tool for their goals and target audience.
Contact us for help getting setup on these 2 platforms!
